Director of Web Marketing & Retention
Location: Onsite or Remote
Salary: $165K - $188K
POSITION SUMMARY
As the Director of Web Marketing & Retention, you will lead the planning, execution, and optimization of the web marketing strategy and content management of all global Nordic Naturals web properties - including email marketing, and customer relationship database management to drive superior consumer experience. You are responsible for organizing and developing website and email marketing strategic plans that work to achieve broader organizational and departmental goals. The person in this role should have experience with DTC web strategy, email/CRM strategy, and an understanding of consumer purchase behavior.
The Director of Web Marketing & Retention is responsible for supporting a variety of initiatives to help Nordic Naturals achieve its commercial goals. Primary responsibilities include building plans to convert new consumers, increase brand engagement & loyalty with existing consumers, and merchandize and promote our product line on owned web properties. This role will play a key part in crafting strategic plans for The DTC department, building awareness and consensus across the organization for those plans, and ensuring marketing strategies are executed according to plan, on time, and on budget. Strategic thinking skills, marketing-savviness, a high degree of organization, data-oriented analytical abilities, and project management experience are key attributes that the Director of Web Marketing & LTV will bring to the table.
To ensure success, you should remain knowledgeable about relevant trends and innovations in direct-to-consumer web sales. Ultimately, you will endeavor to enhance your skill set by continually learning about adjacent techniques that might improve collaboration between departments.
ESSENTIAL FUNCTIONS
Reasonable Accommodations Statement
To accomplish this job successfully, this individual must be able to perform, with or without reasonable accommodation, each essential function satisfactorily. Reasonable accommodations may be made to help enable qualified individuals with disabilities to perform essential functions.
Essential Functions:
Web & CRM Strategy & Planning
- Develop and execute the overall web marketing strategy aligned with business and brand goals
- Own the web role in the consumer journey and understand best practices in pushing through the funnel from awareness to advocacy
- Partner with internal and external partners to achieve cohesive campaigns and messaging (Performance Marketing, Brand Marketing, Creative, IT)
- Optimize plans and performance based on agreed upon KPIs
Consumer Experience
- Oversee web content strategy – including landing pages, PDPs, campaign hubs, and educational content
- Optimize site merchandising, messaging, and CTAs to drive conversion
- Build & expand content (in collaboration with internal/external partners) to align site experience with brand guidelines
- Improve loyalty and lifetime value of consumers and share across monthly KPIs (subscriber rate, churn, basket size, trial, average order, overall sales growth)
Leadership & Collaboration
- Partner with IT on tech stack needs and agency partners – IT will own the tech stack, but the role of the Director is to convey the strategic needs and have a voice in determining the right systems
- Partner with corporate PMO team to manage web projects and share out progress to executive leadership team
- Partner with brand to optimize performance on key product lines and skus
- Be a thought leader and set the vision for our DTC ecosystem over the next 5 years (web needs, loyalty & retention, reflecting a lifestyle brand to the consumer, align plans with other DTC leadership roles across the commercial and performance marketing teams
POSITION QUALIFICATIONS
Competency Statements
- Positive - Ability to view all situations with a positive attitude
- Accountable – takes ownership of responsibilities, acknowledges and learns from mistakes
- Innovative - Ability to look beyond the standard solutions and "think outside the box"
- Independent – Must be self-motivated and able to manage obligations without direct supervision
- Assertiveness - Ability to act in a self-confident manner to facilitate completion of a work assignment or to defend a position or idea
- Communication (oral and written) - Ability to communicate effectively with others using spoken and written word clearly and concisely
- Customer Oriented - Ability to take care of the customers’ needs while following company procedures.
- Conceptual Thinking - Ability to think in terms of abstract ideas
- Initiative - Ability to make decisions or take actions to solve a problem or reach a goal
- Project management - Ability to organize and direct a project to completion
- Enthusiastic - Ability to bring energy to the performance of a task
- Self Motivated - Ability to be internally inspired to perform a task to the best of one's ability using his or her own drive or initiative
SKILLS & ABILITIES
- 8+ years of marketing, strategy, consulting, e-commerce, and/or business development experience with a strong foundation in business, strategy, digital marketing, and consumer data
- 3+ years of direct leadership experience
- Deep understanding of UX best practices, web content strategy, & digital merchandising
- Strong knowledge of SEO principles & web analytics tools
- Experience with relevant marketing technology and channels, with a heavy focus on digital email, website, search, mobile app, and affiliate. Experience with direct-to-consumer platforms required
- Intellectual curiosity and rigorous analytical experience, ability to use data to build a business case and e-commerce marketing plan
- Experience developing marketing strategy in a subscription business
- Experience with Google Ads, and Social Media marketing platforms
- Experience with: Klaviyo, Shopify, etc.
Skills
As published by greenhouse · 12 questions
Basics
First Name, Last Name, Email, Phone, Resume/CV, Cover Letter, Location
Short answers (2)
- Preferred First Name optional
- LinkedIn Profile optional
Pick from a list (10)
- Do you have authorization to work in the country this role is based?
- Will you now or in the future require sponsorship for an employment visa status (e.g., H-1B, F-1 status)?
- Are you open to the salary range listed on the job description?
- Are you aligned to the on-site expectations to this role, as outlined in the job description?
- If applicable, are you able to meet the physical requirements for this role, as outlined in the job description?
- I hereby authorize Nordic Naturals, to thoroughly investigate my references, work record, education and other matters related to my suitability for employment and, further, authorize the references I have listed to disclose to the company any and all letters, reports and other information related to my work records, without giving me prior notice of such disclosure. In addition, I hereby release the Company, my former employers and all other persons, corporations, partnerships and associations from any and all claims, demands or liabilities arising out of or in any way related to such investigation or disclosure.
- I hereby certify that I have not knowingly withheld any information that might adversely affect my chances for employment and that the answers given by me are true and correct to the best of my knowledge. I further certify that I, the undersigned applicant, have personally completed this application. I understand that any omission or misstatement of material fact on this application or on any document used to secure employment shall be grounds for rejection of this application or for immediate discharge if I am employed, regardless of the time elapsed before discovery.
- I understand that nothing contained in the application or conveyed during any interview which may be granted or during my employment, if hired, is intended to create an employment contract between me and the Company. In addition, I understand and agree that if I am employed, my employment is for no definite or determinable period and may be terminated at any time, with or without prior notice, at the option of either myself or the Company and that no promises or representations contrary to the foregoing are binding on the Company unless made in writing and signed by me and the Company’s designated representative.
- Should a search of public records (including records documenting an arrest, indictment, conviction, civil judicial action, tax lien or outstanding judgment) be conducted by internal personnel employed by the Company. I am entitled to copies of any such public records obtained by the Company unless I indicate waiver below. If I am not hired as a result of such information, I am entitled to a copy of any such records even though I have waived below.
- I waive receipt of a copy of any public record described in the paragraph above.